NeuroFocus
| Company type | Subsidiary |
|---|---|
| Industry | Neuroscience/Neuromarketing |
| Founded | 2005 in Berkeley, California |
| Founder | Anantha K. Pradeep, Caroline Winnett, Robert T. Knight, Ram Gurumoorthy |
| Fate | Acquired by Nielsen Holdings |
| Successor | Nielsen NeuroFocus |
| Headquarters | Berkeley, California |
| Services | Neuromarketing, Brain-wave research, Consumer research |
| Parent | Nielsen Holdings |
NeuroFocus was a neuromarketing and neuroscience research company founded in 2005 by a group of academics and engineers from UC Berkeley that focused on applying neuroscience, neurology, and neurological testing to a wide range of fields such as marketing, advertising, consumer research, branding, product development, and entertainment content. In 2011, consumer research and analytics firm Nielsen Holdings acquired full ownership of NeuroFocus as part of the Nielsen's Product Innovation Practice.
NeuroFocus primarily relied on building measures of response that were translated from brain waves collected through electroencephalographic (EEG) sensors that record electrical signals produced by the brain in response to stimuli. Aside from EEG-based full brain measurements, NeuroFocus also makes use of other biometrics such as eye-tracking technology.